中小企业品牌形象提升策略研究摘要：虽然已经有不少中小企业建立了自己的品牌，但在提升品牌形象上面却存在不少的问题。本文的研究就是借助品牌经营理论，对中小企业的品牌形象提升策略上做一个深入的分析与研究。论文的主要内容分为四个方面：第一：研究的背景、目的及意义；说明研究的内容及方法；界定了相关的概念，并且具体说明了提升品牌形象的重要性。第二：通过实际研究说明了我国中小企业在品牌形象提升上存在的一些问题，同时揭示出了中小企业在品牌提升道路上所面对的几个重要的困难。第三：对各项资料及数据进行了分析，研究出了一些新的策略。关键词：中小企业；品牌形象；策略SMEs’BrandPromotionStrategyAbstract：Nowadays,althoughmanySMEshaveestablishedtheirownbrand,therearealotofproblemsaboveenhancingthebrandimage.Thestudyofthispaperistomakeuseofbrandmanagementtheory,doanin-depthanalysisandresearchonenhancingthebrandimageofSMEs.Themaincontentofthepaperisdividedintofourareas:Firstly:elaboratedthebackground,purposeandsignificanceoftheresearch;explainedthecontentandmethods;anddescribedtheimportanceofenhancingthebrandimage.Secondly:bywayoftheactualstudyillustratedsomeoftheproblemsonChineseSMEs'enhancingthebrandimage,revealedseveralimportantdifficultiesfacedbySMEsontheroadtoenhancethebrand.Thirdly:Analyzedvariousofinformationanddataandcameupwithsomenewstrategies.Keywords：SMEs,brandimage,strategy目录序言...................................................................................................................................1（一）研究的背景、目的及意义....................................................................................11．研究背景...............................................................................................................12．研究目的...............................................................................................................23．研究意义...............................................................................................................2（二）研究目标................................................................................................................3（三）研究的内容及方法................................................................................................3（四）提升品牌形象的重要性........................................................................................31．重要资产...............................................................................................................32．核心竞争力...........................................................................................................3一、相关理论综述...................................................................................................................4（一）中小企业................................................................................................................4（二）品牌形象................................................................................................................4二、我国中小企业在品牌形象提升上存在的问题及面对的困难.......................................4（一）我国中小企业在品牌形象提升上存在的问题....................................................41．缺乏品牌经营理念...............................................................................................52．品牌形象的概念认识不清...................................................................................53．企业内部缺陷，少有专...
